The SaaS industry has witnessed unprecedented growth in recent years. As businesses vie for attention and recognition in this highly competitive space, a robust public relations (PR) strategy has become crucial for success. One vital aspect of SaaS PR is earned media, which is pivotal in establishing a brand’s credibility, expanding its reach, and driving growth.
In this comprehensive guide, we will explore the concept of SaaS earned media and how it can be effectively leveraged to propel your SaaS company’s success.
What is SaaS Earned Media?
Earned media, often called “free media” or “third-party coverage,” is publicity that a company gains through editorial content rather than paid advertising. It includes mentions, features, and reviews in industry publications, blogs, news outlets, and social media. The key distinction here is that earned media is independently generated by journalists, influencers, or customers, making it more credible and trustworthy in the eyes of the audience.
In the SaaS world, earned media can manifest as positive reviews, testimonials, guest posts, thought leadership articles, and press mentions about your products or company. Harnessing the power of earned media is essential for SaaS companies looking to build brand awareness, establish thought leadership, and drive customer acquisition.
Types of Earned Media for SaaS Companies
There are many types of earned media that SaaS companies can work toward. Here are the most popular types:
1. Press Coverage
Press coverage is one of the most valuable types of earned media for SaaS companies. Being featured in reputable industry publications can significantly boost your company’s credibility and reach. Here’s how you can leverage press coverage:
- How to Get Featured in Industry Publications:
- Crafting Compelling Press Releases: Write press releases that highlight newsworthy aspects of your product, such as new features, partnerships, or milestones.
- Pitching Stories: Develop a list of relevant media outlets and journalists who cover your industry. Tailor your pitches to their interests and provide valuable insights or exclusive information.
- Work with a PR agency: A PR agency specializing in SaaS, like Clickstrike, can be a fast way to get to the front of the line with top tech media outlets.
2. Social Media Mentions
Social media platforms are a powerful channel for earned media. Positive mentions, shares, and comments on social media can enhance your brand’s visibility and reputation.
- Encouraging User Engagement and Shares:
- Interactive Content: Create polls, quizzes, and engaging posts encouraging users to interact and share.
- User Stories and Testimonials: Share customer success stories and testimonials to inspire other users to share their experiences.
- Leveraging Hashtags and Trending Topics:
- Use industry-specific hashtags to increase the discoverability of your content.
- Participate in trending conversations and events relevant to your industry.
3. Customer Reviews and Testimonials
Customer reviews and testimonials are powerful forms of social proof that can influence potential buyers’ decisions. Authentic feedback from real users helps build trust and credibility.
- Collecting and Showcasing Customer Feedback:
- Review Platforms: Encourage satisfied customers to leave reviews on platforms like G2, Capterra, and Trustpilot.
- Testimonials on Website: Display customer testimonials prominently on your website to highlight positive experiences.
- Utilizing Review Platforms:
- Respond to reviews promptly and professionally, showing that you value customer feedback.
- Use positive reviews in marketing materials and case studies to showcase your product’s benefits.
4. Influencer Endorsements
Influencers with a strong following in your industry can amplify your brand’s reach and credibility. Their endorsements can sway the opinions of their audience, making them valuable assets for earned media.
- Building Relationships with Influencers:
- Identify Relevant Influencers: Find influencers whose audience aligns with your target market.
- Collaborate on Content: Work with influencers to create content that highlights your product’s value, such as tutorials, reviews, or joint webinars.
5. Backlinks from High-Authority Sites
Backlinks from reputable websites not only drive traffic to your site but also improve your search engine ranking. High-quality backlinks signal to search engines that your content is valuable and trustworthy.
- Earning Backlinks:
- Guest Blogging: Write guest posts for reputable blogs in your industry, including links back to your site.
- Content Partnerships: Partner with other companies or influencers to create and share valuable content that includes backlinks to your site.
- SEO Benefits from Backlinks:
- Backlinks from high-authority sites can significantly boost your search engine ranking, making your content more discoverable to potential customers.
6. User-Generated Content
User-generated content (UGC) is any content created by your customers, such as reviews, social media posts, and blog comments. UGC provides authentic insights into your product’s value and fosters a sense of community.
- Encouraging Customers to Create Content:
- Contests and Campaigns: Run campaigns that encourage users to share their experiences with your product, such as photo contests or hashtag challenges.
- Feature UGC on Your Channels: Highlight user-generated content on your social media channels, website, or email newsletters to show appreciation and encourage more contributions.
By leveraging these types of earned media, SaaS companies can enhance their brand visibility, build trust with potential customers, and drive organic growth. Each type of earned media offers unique benefits and can be integrated into a comprehensive marketing strategy for maximum impact.
Why Earned Media Matters for SaaS Companies
Enhances Credibility and Trust
Earned media is invaluable in building credibility and trust with potential customers. When your SaaS product or company is mentioned positively in reputable publications or receives accolades from influencers, it creates a sense of legitimacy.
Prospects are more likely to trust third-party opinions and endorsements, leading to increased conversion rates and brand loyalty.
Amplifies Brand Reach
One of the most significant advantages of earned media is its potential to expand your brand’s reach exponentially. When industry influencers or media outlets cover your SaaS product, it exposes your brand to a wider audience.
This extended reach can lead to increased website traffic, greater social media engagement, and a boost in organic search rankings.
Cost-Effective Marketing
Traditional advertising can be expensive, and it may not always yield the desired results. Earned media offers a cost-effective alternative, as you do not directly pay for the exposure. While securing earned media requires effort and time investment, the long-term benefits outweigh the costs involved in traditional advertising.
Earned Media Supports Thought Leadership
Establishing your company as a thought leader is crucial in the competitive SaaS landscape. Earned media offers opportunities for your executives and experts to share insights, knowledge, and expertise on industry trends and challenges. By positioning your brand as a thought leader, you can attract more attention and recognition within your target market.
Crafting an Effective SaaS Earned Media Strategy
To leverage earned media successfully, SaaS companies must implement a well-thought-out PR strategy. Below are essential steps to create an effective SaaS earned media strategy:
Define Your Target Audience
Understanding your target audience is the foundation of any PR strategy. Identify who your ideal customers are, what challenges they face, and where they seek information. This knowledge will help you tailor your content and identify the most relevant media outlets to target.
Develop Compelling Storylines
Journalists and influencers are always on the lookout for exciting and relevant stories to share with their audiences. Develop compelling storylines around your SaaS product, customer success stories, or industry trends to capture their attention.
Cultivate Relationships with the Media
Building strong relationships with journalists, bloggers, and influencers is essential for gaining earned media coverage. Personalize your outreach, provide value, and avoid being overly promotional. Engaging in conversations and offering insights without asking for coverage will foster credibility and trust with media contacts.
Utilize Social Proof
Social proof, such as positive customer reviews and testimonials, can significantly influence journalists and potential customers. Feature customer success stories on your website, and encourage satisfied clients to share their experiences on social media and industry forums.
Leverage Industry Awards
Participating in and winning industry awards can be an effective way to gain earned media coverage. Awards add credibility to your brand and demonstrate recognition from industry experts.
Monitor and Measure Results
Use tools to monitor media mentions, track website traffic, and measure the impact of earned media efforts. Analyzing the data will help refine your strategy and identify areas for improvement.
While earned media is an essential part of any SaaS PR strategy, it also presents unique challenges:
Competing for Attention
The SaaS industry is highly competitive, making it challenging to stand out amidst the noise. To overcome this, focus on unique value propositions and target niche publications that align with your audience.
Handling Negative Coverage
Not all media coverage will be positive, and negative reviews or mentions can impact your brand’s reputation. Address negative coverage with transparency and empathy, and use it as an opportunity to demonstrate your commitment to customer satisfaction.
Securing Consistent Coverage
Securing consistent earned media coverage requires ongoing efforts and relationship-building. Be persistent, and continuously offer newsworthy stories and insights to keep journalists engaged.
Conclusion
Your SaaS company can establish itself as a credible and trusted industry leader by understanding the power of earned media, crafting a compelling strategy, and navigating potential challenges.
As a leading SaaS PR agency, Clickstrike is committed to helping you harness the potential of earned media to achieve your business objectives and propel your brand to new heights in the dynamic SaaS landscape.